Masterclass 3: What Makes Sports Marketing Different from Traditional Marketing? - Jio Institute Skip to main content
Sports Management

Masterclass 3: What Makes Sports Marketing Different from Traditional Marketing?

Masterclass 3: What Makes Sports Marketing Different from Traditional Marketing?
Session 3
Masterclass 3: What Makes Sports Marketing Different from Traditional Marketing?
29 Oct 2025 19:00 - 20:00 (IST)
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Speakers

Dr. Keshav Gupta
Dr. Keshav Gupta
Assistant Professor, Department of Sport and Entertainment Management, University of South Carolina
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Session Description

Will you buy a product that often breaks down? Probably not. But would you buy ticket to your favourite team that is on a losing streak. Often yes! Fandoms transcend performance. You love the club for what it is, not always for what it wins. You may be rational as a consumer, but you would often be emotional as a fan. That’s Marketing for you Sports. Sports Marketing is Marketing with a twist. While most conventional principles of marketing work, some actually do not.

Sports Marketing has two dimensions – Marketing of Sports and Marketing through Sports. Both are large bodies of principles, practices and pan out far differently from each other. Watch Prof Keshav Gupta, Assistant Professor at Univ of South Carolina, US discuss all this and more with Prof Anirudh Kalia, Jio Institute in the free-wheeling chat. Figure out if Sports Marketing is what you’d like to be your calling. 

Key Takeaways

  • How sports marketing differs from traditional marketing principles
  • The two key dimensions: marketing of sports vs. marketing through sports
  • Why fan loyalty often outweighs team performance
  • Career insights and opportunities in the field of sports marketing

Who Should Attend

This masterclass is designed for individuals who are passionate about the business side of sports and looking to build a career in Sports Management and Sports Industry.